Fermented Power

💡

Keywords: adult women, beauty in all ages, maturity, self-love, empowerment, personal growth, body positivity, menopause.

Description of their identity

The Fermented Power tribe comprises women from 35 to 50 years old who present themselves on social media by highlighting their empowerment as mature, adult women who love themselves as they are, especially in terms of accepting the changes that time or age brings about.

In this sense, the tribe members create content on their profiles with the intention of opening up a conversation about the normalization of beauty across all ages, looks, and sizes. They also explicitly address issues related to menopause and the changes women experience because of it and constantly share messages of self-esteem and self-improvement.

Gender

100% Women

The gender information comes from the metadata of the study conducted. It does not define the identity of the users; other genders are not excluded.

Conversation Topics

Adult Life, beauty in all ages, maturity, self-love, empowerment, personal growth, body positivity, menopause.

Brands who they follow/interact with

Lucero Vilchez Chef, Dr. Sandra Lee, Blissy, Well + Good, BIODERMA.

What hurts or causes them conflict

For the tribe, any conversation that idealizes femininity from perfection, youth, and hyper-aesthetics becomes a topic that generates frustration. In fact, the members of the tribe use the platforms precisely to demystify this hegemonic discourse that reduces the value of women to their physical appearance and beauty.

Kind of Stories consumed by the tribe

Stories that the tribe members see as uplifting and healing impact them. Some examples of this kind of content include companies and services aimed toward the role of the professional woman who is always on the go, as well as social media accounts that address topics like skin care advice, personal optimism, and the lives of adult women.

Google Ads Keywords

"adult woman," "beauty at all ages," "maturity," "self-love," "empowerment, feminine," "personal growth," "body positive," "menopause."

Facebook Ads Targeting